Newspapers all over the world ran front page stories about the chaos that occurred at Stones’ concerts. Some critics even wrote about disappointing vocals and poor sound quality, which did push the band to work harder on its product. Though the news was negative, it meant global exposure for the band. Parents were shocked. Teens were intrigued. Worship ensued. The band proved that an intense relationship with fans can outweigh the impact of critics and bad press on overall success.
Product Strategy: One Good Song Deserves Another In the 1970s, the Boston Consulting Group published research showing that firms that expand capacity so fast that competitors fall behind often end up dominating an industry. The Rolling Stones’ masterful and aggressive approach to creating product follows this principle. Throughout the 1970s, the Stones released an album every year until 1979. Some years it was one album, often two, sometimes three, and occasionally four. Many went to number one on the U.S.
or U.K. sales charts, and often on both.
Acting on the idea that one good turn deserves another, the Stones put some of their best songs on multiple albums. The albums they released in 1965, for example, contained some songs from the past, such as “Route 66″ from their 1964 album and the classic blues song “Little Red Rooster,” which they recorded during their first stop in the United States. With this recycling and repackaging approach, the Stones could release four new albums of new and existing material instead of just two albums of all new material. They continued this practice on album after album. For example, “Time Is on My Side” first appeared on The Rolling Stones 12
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